Tag Archives: jobs-to-be-done

How to Design for Success

What do they want? Some get there with jobs-to-be-done, some use Customer Needs, some swear by ethnographic research and some like to understand why before what. But in all cases, it starts with the customer. Whichever mechanism you use, the objective is clear – to understand what they need. Because if you don’t know what they need, you can’t give ...

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Innovating Swim Flippers with Jobs to be Done

“I want a pair of flippers for my birthday,” my 7-year-old announced today. “But, I am not actually into flippers.” This baffling statement came after a day at a friend’s backyard swimming pool where my daughter had her first-ever encounter with a pair of flippers. She spent several hours splashing around with them, evidently delighted. At supper that night she ...

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Clayton Christensen: Competing Against Luck [Case Studies]

Competing Against Luck is the rather curious title of a new book by the eminent innovation guru, Clayton Christensen, et al. It is an important work which makes some big claims. The 'Jobs-to-be-Done' idea has been around for a while but this book puts it into an academic framework, gives many examples of how it has been used and advises methods for how to harness this approach.

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Does Twitter Help You Understand Customer Needs?

To examine this question, I assumed the perspective of a financial firm trying to get a better handle on the "paying for college" jobs-to-be-done. In aspirational, emotional terms, college continues to be a top goal of parents for their children, and of teenagers as well. In economic terms, colleges have an insatiable appetite for tuition increases.

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